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Baby Wipes Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global baby wipes market was valued at USD 5.3 billion in 2022 and is projected to expand at a CAGR of 7.2% from 2023 to 2030. Baby wipes are essential products for parents as they are used to clean and soothe the baby’s delicate skin. The increasing demand for wipes among parents has been attributed to the convenience and hygiene they provide. Moreover, parents are increasingly becoming aware of the importance of using baby wipes to keep their babies’ skin healthy. This has led to an increase in the demand for baby wipes.
The growing demand for natural and organic baby wipes is driving the demand for the market. Natural and organic baby wipes are free from chemicals and other synthetic materials, which makes them safe for babies’ delicate skin. This has driven the demand for these products. For instance, in December 2021, Bambino Mio launched a range of natural and organic baby wipes. Furthermore, some market participants are launching innovative products to attract consumers. For instance, in May 2021, Pampers launched its ‘Pampers Aqua Pure’ baby wipes, which are made with 99% water, providing a mild and gentle cleaning experience.
The growing trend of premiumization is driving the demand for baby wipes. Companies are launching premium baby wipes that are enriched with moisturizers, vitamins, and essential oils, among others. For instance, in March 2021, the Huggies brand launched its ‘Ultra Soft’ baby wipes, which are enriched with aloe vera and vitamin E, providing a gentle cleaning experience. Moreover, some companies are also focusing on the development of eco-friendly baby wipes in order to reduce their environmental footprint. For instance, in October 2021, Naty launched a new range of eco-friendly baby wipes, which are made from renewable and sustainable materials.
Furthermore, the increasing demand for travel-sized wipes is driving the market growth. Companies are launching travel-sized wipes to cater to the needs of consumers who are always on the go. For instance, in June 2021, Pampers launched its ‘Pampers Pure Protection’ travel wipes, which are designed to provide a safe and sensitive clean anytime and anywhere. Moreover, the increasing number of product launches and the availability of these products online is expected to boost the market growth.
Product Insights
The baby wipes segment led the market and accounted for a share of around 37.1% in 2022. The growing awareness of new-born baby hygiene and awareness among parents about the health of their babies are the major factors driving the baby wipes segment. According to an article published by The Asian Age, in August 2020, over 50% of parents in India are more conscious about the hygiene of their baby. Furthermore, the introduction of new products such as biodegradable wipes and antibacterial wipes are also driving the demand for baby wipes.
The adult wipes segment is anticipated to expand at a CAGR of 8.3% over the forecast period. Growing adoption of adult wipes among consumers due to their convenience, rising demand for facial wipes, and increasing awareness regarding personal hygiene among adult population are some of the key factors driving the adult wipes market growth. According to an article published by Nielsen, in February 2021, the adult wipes market is witnessing a surge in demand due to the pandemic. In addition, increasing fashion trends and beauty awareness among individuals is another factor driving the growth of the adult wipes market.
Distribution Channel Insights
The supermarkets and hypermarkets segment captured the major share of over 32.2% in 2022. Supermarkets & hypermarkets are the traditional distribution channel for baby wipes products. The popularity of this distribution channel is mainly attributed to the convenience offered by supermarkets & hypermarkets in terms of product availability, pricing, and discounts. In addition, consumer preference to touch and feel the product before purchasing is expected to further drive the sales of baby wipes products through supermarkets & hypermarkets.
The online segment is anticipated to expand at the highest CAGR of 9.2% over the forecast period. The growth of the segment is attributed to the increasing demand for baby wipes products and the growing preference for online shopping among consumers. The rising penetration of the internet, increasing disposable income, and the presence of a large number of e-commerce websites and mobile shopping apps are further driving the sales of baby wipes products through the online channel. In addition, the availability of discounts and offers on online platforms are attracting more consumers to purchase baby wipes products through this channel.
Type Insights
The dry wipes segment accounted for the largest revenue share of 61.3% in the year 2022. The high product demand is attributed to its cost-effectiveness and convenience, which makes it an ideal choice for parents. As the product is disposable, it requires less storage space and can be easily carried in handbags or backpacks. Moreover, their ability to clean effectively and quickly without the use of water is further driving the demand for dry wipes among parents.
The wet wipes segment is anticipated to register the highest CAGR of 10.2% during the forecast period. The increasing demand for wet wipes is attributed to the heightened awareness among consumers regarding the importance of hygiene and cleanliness. Wet wipes are used to protect the baby’s delicate skin from rashes and allergies as they are specially designed for babies. Furthermore, the increasing trend of using wet wipes for cleaning babies’ hands and face is driving the demand for these products.
Regional Insights
The market in Asia Pacific is expected to grow at a significant rate during the forecast period. Growing awareness regarding hygiene and health among parents is a key factor behind this growth in the region. Moreover, governments in the region are taking several initiatives to promote the use of baby wipes to maintain hygiene among infants, which is further driving the growth of the market. For instance, in April 2022, the government of India launched a pilot project to promote the use of baby wipes among infants in rural areas.
Europe is expected to hold the second-largest market share over the forecast period. Increasing demand for organic and sustainable baby wipes in the region is expected to be a key factor driving the growth of the market. Consumers in the region are increasingly opting for organic baby wipes over conventional ones, owing to their biodegradable properties and other health benefits. For instance, in April 2021, Eco by Naty launched a range of plant-based and biodegradable baby wipes in the U.K.
Financial Projections
In this part of the baby wipes products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your baby wipes products. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main source of revenues for a baby wipes products business comes from the sale of the products. Here you will find a list with a description of other potential sources of profit such as fundraising, food & beverage, the sale of merchandise, and leasing the place for parties and corporate events.
Projecting Expenses
In this section, all the regular expenses related to keeping the baby wipes products business running will be described. The list of operating expenses includes materials cost, labor cost, packaging, shipping cost, advertising and marketing expenses, rent, utilities, insurance policies, and others.
Key companies & market share insights
Some of the key companies operating in the baby wipes market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In August 2022, Pampers launched a range of baby wipes designed to provide superior cleansing and moisturizing experience for babies.
– In October 2022, Huggies launched the Natural Care range of baby wipes, designed to provide a gentle and effective cleaning experience.
– In December 2022, Johnson & Johnson launched a range of baby wipes designed to provide superior cleansing and moisturizing experience for babies.
Some of the prominent players in the baby wipes market include:
– Procter & Gamble
– Kimberly-Clark Corporation
– Johnson & Johnson Services, Inc.
– Unilever
– Hengan International Group Company Limited
– KAO Corporation
– Medline Industries, Inc.
– Nice-Pak Products, Inc.
– Medline Industries, Inc.
– Bum Boosa Bamboo Products.
Global Baby Wipes Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global baby wipes market based on product, distribution channel, type, and region:
1. Product Outlook (Revenue, USD Million, 2017 – 2030)
– Fragrance-Free
– Scented
– Antibacterial
– Organic
– Others
2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Specialty Stores
– Others
3. Type Outlook (Revenue, USD Million, 2017 – 2030)
– Cloth
– Disposable
– Refill Packs
4. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What are the factors driving the baby wipes market?
[A]: The increasing demand for convenience products, rapid urbanization, rising incomes, and changing lifestyles are some of the key factors driving the baby wipes market. Increasing awareness among parents of the benefits of baby wipes, such as improved hygiene, easy portability, and convenience are also contributing to the growth of the market.
[Q]: Who are the Key Players in the Baby Wipes Market?
[A]: Kimberly-Clark Corporation, Unicharm Corporation, P&G, Medline Industries, Inc., Nice-Pak Products, Inc., Kao Corporation, Hengan Group Co., Ltd., Bumkins, Inc., and Ontex Group NV are some of the key players in the baby wipes market.
[Q]: What Geographies Offer the Largest Opportunity for Sales of Baby Wipes?
[A]: Asia Pacific is expected to dominate the global baby wipes market, followed by North America and Europe. The increasing disposable incomes, rising population, and the growing demand for convenience products are some of the key factors driving the growth of the baby wipes market in these regions.
[Q]: How are Baby Wipes Used?
[A]: Baby wipes are used to clean, protect, and moisturize the skin of babies and adults. They are mostly used in the diaper changing process to clean the baby, but they can also be used to clean the face, hands, and other areas of the body. They are also used to remove makeup and cleanse the skin after workouts.
[Q]: What Types of Baby Wipes are Available?
[A]: Baby wipes come in a variety of types such as alcohol-free, fragrance-free, natural, and scented. Alcohol-free wipes are the most popular type of baby wipes as they are gentle on the skin and do not contain harsh chemicals. Natural baby wipes are made from natural and plant-based ingredients, while scented baby wipes contain essential oils and other fragrances.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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